Lucozade targets 97% of population with A&E/DDB £10m ad blitz

Campaign 07 Apr 2021 10:13

Lucozade Energy has launched a £10m multimedia marketing campaign that will promote the full Lucozade Energy range.

The "It's on" campaign, created by Adam & Eve/DDB, is intended to reach 97% of the population by the end of the year. The project is aimed at bringing to life the positive energy of Lucozade and the feeling people have when they are ready to take on whatever is ahead.

A new advert called "It's on: Hula TV ad" starts with a man throwing his empty Lucozade Energy bottle into the recycling bin before making his way home while hula-hooping to Ini Kamoze's Here Comes The Hotstepper.

In the ad, written by Genevieve Gransden and Selma Ahmed, Lucozade owner Suntory Beverage & Food GB&I wanted to highlight the importance of sustainability, so it was key to include Lucozade Energy's transparent bottle sleeves that enables bottle-to-bottle recycling.

The spot will feature on TV and video-on-demand, as well as social media, out-of-home, online video, ecommerce, and geo-targeted mobile advertising, with media planned and bought by MediaCom.

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